Sentiments Of The Public Opinion And Media Credibility - In Our Opinion Poll Reported Problems And Their Countermeasures

In the middle and late 1990s, public opinion survey report rises abruptly in China. With the acceleration of our country's democratization, public opinion survey report plays a much more prominent role in social life.Public opinion survey report is a branch of precision journalism. It is one of the most common types of precision journalism. The background and motivation of the development of public opinion survey report in China are the folio wings. Firstly, it is benefit from the acceleration of our country's democratization. Secondly, it is in correspondence with the inner demand of market-oriented economy. Thirdly, the introduction of communication lays a foundation for applying quantitative research to news reports.Without the credibility, the public opinion survey report cannot live. The core of public opinion survey report is to win the credibility. At the same time, for the existence of errors, public opinion survey report has to face the technological dilemma. Because of the information asymmetry, maybe moral hazard will occur in public opinion survey report. So the media should pay great attention and solve the dilemma of technology and moral.At present, the public opinion survey report of our country has three main problems. Firstly, non-probability sampling makes sample's representation untrustworthy. Secondly, carelessness leads mistakes in survey results. Thirdly, the soft-advertisements distort the justice of public opinion survey report.The antidotes for solving these problems in our country's public opinion survey report are the folio wings. Firstly, probability sampling should become main sampling method in public opinion survey. Secondly, precision and norm should be the basic requirements for public opinion survey report. Thirdly, the reporters must strictly obey the professional ethics in public opinion survey report, that is, objectivity and justice.